Cobalt LLP Social Media Presentation 2012

1. FMI 2012 Digital Media | Mobile Media | Social Media SOCIAL MEDIA 2.0 UPGRADING TO EVERYTHING

2. WHAT WE’LL COVER •  2012. What We Can Expect •  What’s Happening in the Space •  What’s The Latest? •  Social Media Gone Wrong and What We Learned •  PredicJons for 2013

4. •  MORE AND MORE: Social Media •  CONVERGENCE: Twi@er + Times Square •  INFLUENCE SCORING: CreaHng Measurements •  GAMIFICATION: Virtual play = real life money •  SOCIAL SHARING: “checking in” from anywhere •  SOCIAL TELEVISION: Watch-‐and-‐Interact Source: HBR blog. December 2011

5. •  TWITTER – “I am at a Grocery Store” •  FACEBOOK – “I like this Grocery Store” •  FOURSQUARE – “I am the “mayor” of this this grocery store RIGHT NOW.” •  INSTAGRAM – “Here’s an old-timey photo of the Grocery Store.” •  YOUTUBE – “Look at me in the Grocery Store.” •  SPOTIFY – “I’m listening to the soundtrack from “Clerks.” •  PINTEREST – “Here are all my favorite Foods at the Grocery Story.” •  GROUPON – “I bought this grocery store food at ½ price.” •  LINKEDIN – “My skills include Grocery Shopping.”

8. SO YOU WERE LATE TO THE FACEBOOK, TWITTER AND PINTEREST PARTY… OTHER SITES TO WATCH (AND NOT)

14. WHAT’S THE LATEST CONVERGENCE

15. COMBINING MULTIPLE DIGITAL AND/OR BRICK-AND-MORTAR PLATFORMS

16. GEOFENCING USING GEOLOCATION You must be cold SOFTWARE AND at that bus stop! That GAP behind SOCIAL MEDIA you has a nice warm sweater. TO DELIVER Use this code for personalized 25% off now: brrsf CONTENT

17. WRAPP LETS ME PICK OUT A PERSONAL GIFT: •  I know what my friend would like •  My friend doesn’t have to sign up for a coupon •  My “feed” is pulled from Facebook

18. What’s the Latest INFLUENCE SCORING

20. What’s the latest GAMIFICATION

22. GAMIFICATION Create custom or pre-‐packaged social games that reward users with real world perks

23. What’s the Latest? SOCIAL SHARING

25. What’s the Latest? SOCIAL TELEVISION

26. INFLUENCER TWEET COMING SOON

27. FTC: false adverJsing CAN-‐SPAM FCC: statements made on air (and to whom) SNOPA: protecJon for employees FEDERAL & STATE LAW

28. • DIRECT REWARD • SPONSOR MAKES MONEY REFER A FRIEND PROGRAMS…. WITHOUT LEGAL VIOLATION • LEVERAGES SOCIAL MEDIA • RIPE FOR FRAUD • REQUIRES PRIVACY SCREEN • POTENTIAL CAN-‐SPAM •  PR ISSUES IF RULES UNCLEAR

29. •  GENERATES CONTENT AND SALES •  PUBLIC VOTING MAY BE ILLEGAL •  VIRAL EVEN FOR NON-‐ENTRANTS •  POTENTIAL COPYRIGHT ISSUES •  CREATES UGC FOR LATER USE •  GO WITH THE WINNER? •  PROMOTES LOYALTY •  OWNERSHIP CHALLENGES •  ANCILLARY •  MUDDY R&D? •  LOW TURNOUT

30. •  IN DEPTH VIRAL MARKETING •  FTC DISCLOSURE RULES APPLY •  INCREASES PRESS •  RELINQUISHING CONTROL MEANS •  TAKES ADVANTAGE OF EXISTING MESSAGE CAN STRAY TALENT AND “STREET CRED” •  STRUCTURE COULD RESEMBLE •  LEVERAGES RELEVANT HI EMPLOYMENT CONTRACT INFLUENCE PEOPLE •  REQUIRES MANAGEMENT OF •  CHEAPER THAN HIRING. LOOSE CANNONS

31. Creates traﬃc Allows for “treasure hunJng” Limited parJcipants Rewards true fans Could create “zoo” Allows exposure for exhibits Requires a camera Allow for maximum virality

32. •  SPONSORS MAKE A SALE •  SALE IS NOT TRIGGERED UNTIL POPULARITY ACCESSED •  CAN LIMIT OR UNLIMIT DEAL •  INCREASES TRAFFIC ON SOCIAL MEDIA SITES •  BAD POTENTIAL PUBLICITY •  GIFT CARD LAW APPLIES •  CUSTOMERS MAY NOT UNDERSTAND TERMS, LEADING TO PR PROBLEM.

33. “uh oh… am I in trouble?” AVOIDING PITFALLS

34. T IP:! tion 5 of Sec T:! e FT C AC th cers inﬂ uen RelaJonship must be disclosed or company liable sh ould disc lose

36. THE PIMP-‐DADDY OF SOCIAL MEDIA SITES CONTESTS AND SWEEPSTAKES MUST BE ADMINISTERED THROUGH APPS ONLY (NO “LIKE” OR “COMMENT” PROMOTIONS). NO FACEBOOK ACT CAN BE REQUIRED NO USE OF “LIKE” AS A VOTING MECHANISM NO FACEBOOK ENDORSEMENT

37. : u age Tip lang ing foul amm •  No pid-‐ﬁre sp •  No ra

38. TIP: •  Discourage mulJple accounts. •  Discourage spamming and mulJple retweets.

40. SOCIAL MEDIA GONE WRONG horribly horribly wrong ….. and WHAT WE LEARNED

42. If it’s not your campaign, you cannot control the message If the message is bad, consider whether change is warranted PRACTICE POINTER: THINK THE WORST, THEN ACT

44. PromoJons and coupons should be clear that pre-‐screening event will happen If a contest, rules should state that brand must be held in “posiJve light.” Popular vote should never fully govern results of a UGC promoJon Expect “gaming” of the system Admit your mistake and turn it into posiJve PR PRACTICE POINTER: NEVER PENALIZE THE CONSUMER

45. “THIS PRETTY WITH INK DESIGN IS AWFULLY CLOSE TO VISTAPRINT’S” Defensive, nasty reply backﬁred!

46. Don’t try something you cannot pull oﬀ Always be authenJc If you cannot airact an audience, it’s probably not your audience PRACTICE POINTER: BE TRUTHFUL, EVEN IF IT HURTS

47. August, 2011 Seiled for a “chicken check”

48. Viral means return can be huge FTC won’t want to hear “I ran out” While supplies last isn’t always a cure-‐all PRACTICE POINTER: PLAN FOR A “HIT”.

49. Consider “the OPRAH factor” when hiring a celebrity (no, really… remember the beef?) State law requires enough “on hand” to reasonably accommodate nilon Downloadable coupons and codes should have dU imits A fter aily Unique promo codes are advisable ded oun Ensues o p Gr em Internet is worldwide, seetlace appropriate geographic limits l t as F . Mayh Q uan alks Stops T

51. TEST Microsoft’s using a worldwide tragedy as a marketing opportunity. Oh, and 100K? @bing #bingcheapbastards

53. If bad intent can be construed against a marketer, it will Defensive postures will be laughed at, mocked, and shared Viral Bad is worse than nothing PRACTICE POINTER: TIMING IS EVERYTHING.

55. AGs frown on lack of preparaJon – it’s not an excuse Know you technology (mayorships can change hourly) Date-‐stamp promoJons and limit to ﬁrst “winner” per day Tell staﬀers about the promoJon before it’s released PRACTICE POINTER: INTERNAL EDUCATION IS IMPORTANT

Cobalt LLP Social Media Presentation 2012

Cobalt LLP Social Media Presentation 2012

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Cobalt LLP Social Media Presentation 2012